System and method for determining the value of channels

ABSTRACT

A system configured to determine the value of channels responsive to users requesting installation of a client application through the channels. The client application may provide access to an online game. A given channel may be characterized by a promotional information item, a platform through which the promotional information item is presented to potential users, and/or other information. Predicted economic values for the users that requested installation of the client application through one or more channels may be determined based parameter values for the users. Effectiveness metrics for the channels may be determined based on the predicted economic values of the users. Subsequent consideration expenditures for one or more of the channels may be recommended and/or executed based on a comparison effectiveness metrics determined.

FIELD OF THE DISCLOSURE

This disclosure relates to determining the value of channels throughwhich users may request installation of a client application.

BACKGROUND

Online games and/or services may be accessed by users through clientapplications installed on one or more user devices that provide accessto the online game and/or service. Some providers may generate revenuevia individual installations by requiring users to pay for the clientapplication. Other providers (e.g., providing free to play online gamesand/or free service applications) may generate revenue throughmicro-transactions within the game or application made by the users.Some users may be more valuable to providers over the life of the gameand/or application than others. Existing technologies may use userpurchase information to identify which users are more valuable.

Various types of advertisements for online games and/or services may beprovided to users via various platforms. Determining the effectivenessof advertisements generally looks at the revenue generated by theadvertisement.

SUMMARY

One aspect of the disclosure relates to a system for determining thevalue of channels through which users may request installation of aclient application. The system may determine the value channels based onthe predicted economic value of the users that request installation of aclient application through the channels. The predicted economic value ofthe users may be determined based on parameter values for userparameters associated with the users. The predicted economic values forthe users may be determined at and/or near installation of the clientapplication through which an online game is accessed, without having towait until the user makes purchases within the online game. In fact, theuser parameters of the present application may not include purchaseinformation describing user purchases within the online game accessiblethrough the client computing platform because using such information asa prediction of user value for new users is often infeasible andunreliable. As provided herein, effectiveness metrics for a givenchannel may be determined based on the predicted economic values of theusers that requested installation of the client application through thatchannel. The system may recommend and/or execute subsequentconsideration expenditures for one or more of the channels based on theeffectiveness metrics determined.

In some implementations, the system may comprise one or more physicalprocessors configured to execute machine-readable instructions toimplement system components. The system components may include one ormore of an installation information component, user parameter component,economic value component, effectiveness component, recommendationcomponent, and/or other components.

The installation information component may be configured to obtaininstallation information for individual installations of the clientapplication requested through individual ones of the channels. Theinstallation information may identify the specific channels throughwhich individual ones of the users requested installation of the clientapplication. A given channel may be characterized by a promotionalinformation item, a platform through which the promotional informationitem is presented to potential users, and/or other information.

In some implementations, individual ones of the channels may include apromotional information item, the platform through which the promotionalinformation item is presented to potential users, and/or otherinformation. The promotional information item may include one or more ofan advertisement, an offer, and/or an endorsement related to the onlinegame and/or an online service accessible via the client application. Theplatform may include a social media platform, a game distributionplatform, an email platform, a web search platform, a website platform,an application platform, and/or other platforms. Users may requestinstallation of the client application through individual channelsdirectly, and/or indirectly. By way of non-limiting example, a user mayrequest installation of the client application via an individualchannel.

The installation information component may be configured to obtaininstallation information for individual installations of the clientapplication requested through individual ones of the channels by the oneor more users. The installation information may identify a specificchannels through which individual ones of the users requestedinstallation of the client application. A given channel may becharacterized by a promotional information item, platform through whichthe promotional information item is presented to potential users, and/orother information.

Installation information component 106 may obtain first installationinformation, second installation information, and/or other installationinformation. The first installation information may identify the firstchannel through which a first set of users requested installation of theclient application. The second installation information may identify thesecond channel through which a second set of users requestedinstallation of the client application. The first channel may becharacterized by a first promotional information item, a first platformthrough which the first promotional information item was presented tothe first set of users, and/or other information. The second channel maybe characterized by a second promotional information item, a secondplatform through which the second promotion information item waspresented to the second set of users, and/or other information.

The user parameter component may be configured to obtain parametervalues for user parameters associated with the users that requestedinstallation of the client application. The user parameters may includeone or more of demographic parameters, device parameters, locationparameters, gameplay parameters, time parameters, and/or otherparameters. The parameter values may quantify and/or characterize theuser parameters associated with individual ones of the users.Demographic parameters may include characteristics (e.g., socioeconomiccharacteristics) describing the users that requested installation of theclient application. The device parameters may characterize clientcomputing platforms on which the users install the client applicationand/or access the online game. Location parameters may characterizereal-world location information associated with one or more of the usersand/or the devices on which the client application is installed.Gameplay parameters may describe one or more aspects of the users'gameplay in the online game accessible via the client application,and/or in other online games. Time parameters may indicate timesassociated with the user's installation and/or set up of the onlinegame.

The economic value component may be configured to determine predictedeconomic values of the users. The predicted economic values of the usersmay be determined based on the parameter values associated with theusers. The economic values for the first set of users may be determinedbased on the parameter values associated with the first set of users.The predicted economic values for the second set of users may bedetermined based on the parameter values associated with the second setof users.

The effectiveness component may be configured to determine effectivenessmetrics for the channels through which the users requested installationof the client application. The effectiveness metrics for the channelsmay be determined based on the predicted economic values of the usersthat requested installation of the client application through thechannels. The effectiveness metrics may indicate how effectiveindividual channels are in causing potential users to requestinstallation of the client application and/or access the online game.The effectiveness metrics may indicate economic values for theindividual channels. A first effectiveness metric for the first channelmay be determined based on the predicted economic values for the firstset of users that requested installation of client application throughthe first channel. A second effectiveness metric for the second channelmay be determined based on the predicted economic values for the secondset of users that requested installation of client application throughthe second channel.

The recommendation component may be configured to recommend subsequentconsideration expenditures for one or more of the first channel and/orthe second channel. A subsequent consideration expenditure may berecommended for the first channel and/or the second channel based on acomparison of the first effectiveness metric for the first channelrelative to the second effectiveness metric for the second channel.

In some implementations, the recommendation component may be configuredto execute one or more subsequent consideration expenditures for thefirst channel and/or the second channel. The one or more subsequentconsideration expenditures for the first channel and/or the secondchannel may be executed based on a comparison of the first effectivenessmetric for the first channel relative to the second effectiveness metricfor the second channel.

These and other features, and characteristics of the present technology,as well as the methods of operation and functions of the relatedelements of structure and the combination of parts and economies ofmanufacture, will become more apparent upon consideration of thefollowing description and the appended claims with reference to theaccompanying drawings, all of which form a part of this specification,wherein like reference numerals designate corresponding parts in thevarious figures. It is to be expressly understood, however, that thedrawings are for the purpose of illustration and description only andare not intended as a definition of the limits of the invention. As usedin the specification and in the claims, the singular form of “a”, “an”,and “the” include plural referents unless the context clearly dictatesotherwise.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a system configured to determine the value ofchannels through which users may request installation of a clientapplication, in accordance with one or more implementations.

FIG. 2A illustrates a first channel, in accordance with one or moreimplementations.

FIG. 2B illustrates a second channel, in accordance with one or moreimplementations.

FIG. 3 illustrates a flow diagram of determining the value of channelsresponsive to users requesting installation of the client applicationthrough the channels, in accordance with one or more implementations.

FIG. 4 illustrates a method for determining the value of channelsthrough which users may request installation of a client application, inaccordance with one or more implementations.

DETAILED DESCRIPTION

FIG. 1 illustrates a system 100 configured to determine the value ofchannels through which users may request installation of a clientapplication, in accordance with one or more implementations. The systemmay determine the value of channels responsive to the users requestinginstallation of the client application through the channels. In someimplementations, the client application may provide access to an onlinegame, virtual space, and/or other online service. A given channel may becharacterized by a promotional information item, a platform throughwhich the promotional information item is presented to potential users,and/or other information.

System 100 may be configured to determine the value of channelsresponsive to users requesting installation of the client applicationthrough the channels. In some implementations system 100 may include oneor more server(s) 102. The servers 102 may be configured to communicatewith one or more client computing platforms 104, and/or one or moredistribution platforms 126, according to a server/server architecture, aclient/server architecture, and/or other architecture. As shown, a givenserver 102, such as the server 102 shown, may comprise a processor 124configured to execute machine-readable instructions 105 to implementsystem components. The computer program components may include one ormore of an installation information component 106, user parametercomponent 108, economic value component 110, effectiveness component112, recommendation component 114, and/or other components.

Installation information component 106 may be configured to obtaininstallation information for individual installations of the clientapplication requested through individual ones of the channels. Theinstallation information may identify the specific channels throughwhich individual ones of the users requested installation of the clientapplication. The installation information may be obtained byinstallation information component 106 from one or more of distributionplatforms 126, and/or other sources.

A given channel may be characterized by a promotional information item,a platform through which the promotional information item is presentedto potential users, and/or other information. In some implementations, apromotional information item may include one or more of anadvertisement, an offer, and/or an endorsement related to the onlinegame and/or an online service accessible via the client application.Users may request installation of the client application throughindividual channels directly, and/or indirectly. By way of non-limitingexample, a user may request installation of the client application viaan individual channel directly by interacting with the individualchannel to initiate installation of the client application. The user mayrequest installation of the client application via individual channelindirectly, for example, by interacting with the individual channelwhich may direct the user to a distribution platform (e.g., App Store,Play Store, Kabam Games, Steam, and/or other distribution platforms)

Distribution platform(s) 126 may include one or more platforms throughwhich the client application is distributed to one or more clientcomputing platform(s) 104, and/or the online game is accessed by one ormore users. Distribution platform(s) 126 may include one or morethird-party platforms. In some implementations, the client applicationproviders (e.g., a game provider, and/or other service provider) maypartner with one or more third-party platform(s) 126 to distribute theclient application.

Distribution platform(s) may, by way of non-limiting example, includeone or more of an application store/marketplace, an online marketplace,an application platform, and/or other distribution platforms. Anapplication platform may include, for example, a gaming platform thatfacilitates access to multiple online games. The multiple online gamesmay be provided by one or more game providers and/or hosted by one ormore gaming servers. The client computing platforms 104 may include, forexample, a cellular telephone, a smartphone, a laptop, a tabletcomputer, a desktop computer, a television set-top box, smart TV, agaming console, and/or other platform. The users may access the clientapplication and/or the online game via the client computing platforms104.

In some implementations, one or more features and functions of server102 may be attributed to one or more client computing platforms 104. Byway of non-limiting example, individual ones of the client computingplatforms 104 may include machine-readable instructions comprising thesame or similar components as machine-readable instructions 105 ofserver 102. The client computing platforms 104, server 102, and/ordistribution platform(s) 126 may be configured to locally implement agame instance of the online game and/or facilitate participation of oneor more users in the online game.

Installation information component 106 may be configured to obtaininstallation information for individual installations of the clientapplication. The individual installations may be requested throughindividual ones of the channels. The individual installations may berequested by the one or more users. In some implementations,installation information component 106 may be configured to receiveand/or obtain installation information from one or more client computingplatforms 104, one or more distribution platform(s) 126, and/or othersources. Installation information component 106 may receive and/orobtain installation information over a network.

The installation information may identify a specific channels throughwhich individual ones of the users requested installation of the clientapplication. In some implementations multiple users may requestinstallation of a client application through the same specific platform.The multiple users that requested installation of the client applicationthrough the same specific platform may make up a set of users. Theinstallation information identifying the specific channels may indicatea set of multiple users that requested installation of the clientapplication. As such, the installation information may identify specificchannels, indicate one or more sets of users that requested installationof the client application through the specific channels, include userinformation for individual users in the one or more sets of users,and/or include other information.

A given channel may be characterized by a promotional information item,a platform through which the promotional information item is presentedto potential users, and/or other information. The installationinformation may include information identifying the promotionalinformation item, the platform through which of virtual information itemis presented to potential users, and/or other information characterizinga given channel. Requesting installation of the client applicationthrough an individual channel may, for example, include requestinginstallation of the client application responsive to and/or within atime period of interacting (e.g., clicking, viewing, accepting access,proving user input, and/or other interactions) with the individualchannel, directly and/or indirectly requesting installation of theclient application via the individual channel, and/or otherwiserequesting installation of the client application through an individualchannel.

The promotional information item may include one or more of anadvertisement, a promotion, an offer, an endorsement, and/or otherpromotional information items. The promotional information item may berelated to the online game and/or the client application. Thepromotional information item may be provided by the online gameprovider, and/or client application provider to promote and/orincentivize potential users to play the online game and/or install theclient application.

The platform through which the promotional information item is presentedto the potential users may include one or more of a social mediaplatform, a game distribution platform, an email platform, a web searchplatform, a website platform, an application platform, and/or otherplatforms through which the promotional information item is presented tothe potential users. By way of non-limiting example, the social mediaplatform may include one or more of YouTube, Facebook, Raptr, Gamurs,WeGame, Tumblr, Instagram, Twitter, Google+, Cellufun, and/or othersocial media platforms. A game distribution platform may include aplatform that facilitates the sale and/or digital distribution of gamesvia the Internet. The game distribution platform(s) may include one ormore of Steam, Origin, Xbox Live Marketplace, PlayStation Store,Amazon.com, GAME, GameStop, G2A, and/or other game distributionplatforms.

An email platform may include one or more of Gmail, Yahoo, AOL, and/orother email platforms through which a promotional information item maybe presented. By way of non-limiting example, a promotional informationitem may be presented within an email platform as an email, an inlineadvertisement (i.e., banner), and/or another manner. A web searchplatform may include one or more search engines such as, for exampleGoogle, Yahoo, Bing, and/or other search engines. The promotionalinformation item may be presented via a web search platform as sponsoredlinks, inline advertisements, and/or via other presentation methods.

A website platform may include one or more websites accessible by thepotential users. By way of non-limiting example a website platform mayinclude one or more of an informational website, a blog, an online storeand/or marketplace, and/or other website. An application platform mayinclude an application distribution platform through which users maypurchase, install, and/or download one or more client applications. Byway of non-limiting example, the application platform may include an appstore or marketplace (e.g., iTunes, Google Play, Amazon app store,and/or other app stores or marketplaces), a game platform (e.g., anonline game, a web in a gaming application, and/or other gameplatforms), and/or other application platform. The application platformmay display one or more advertisements, offer one or more promotions,and/or otherwise display a promotional information item. In someimplementations, the platform through which the promotional informationitem is presented to the potential users may include one or moredistribution platform(s) 126.

In some implementations, multiple promotional information items may bepresented to the potential users via a single platform. By way ofnon-limiting example, individual ones of the multiple promotionalinformation items together with the single platform may characterize asingle channel. In some implementations, a potential user may viewand/or interact with multiple channel. Individual channels may bedifferent from other channels. In some implementations, differentindividual channels may include one or more portions that are the same.By way of non-limiting example, a first channel may be characterized byan advertisement presented through a social media platform, and/or asecond channel may be characterized by a different advertisementpresented through the same social media platform and/or the sameadvertisement presented through a different platform. Variouscombinations of one or more promotional information items and/or one ormore platforms through which the promotional information items arepresented to potential users that characterize one or more channels areconsidered.

FIG. 2A illustrates a first channel 200A, in accordance with one or moreimplementations. First channel 200A may be characterized by firstpromotional information item 202A, first platform 204A through whichfirst promotional information item 202A is presented to potential users,and/or other information. First promotional information item 202A mayinclude an advertisement for the online game. First platform 204A mayinclude a social media platform, a game distribution platform, an emailplatform, a web search platform, a website platform, an applicationplatform, and/or other platforms through which the promotionalinformation item is presented to the potential users. By way ofnon-limiting example, first platform 204A may include a gamedistribution platform comprising a website. First promotionalinformation item 202A may be presented in the form of a leaderboard,pop-under, banner, and/or in any other format, on first platform 204A.By way of non-liming example, one or more users and/or set of users mayrequest installation of the client application through channel 200A byclicking “play now” button 206A.

FIG. 2B illustrates a second channel 200B, in accordance with one ormore implementations. Second channel 200B may be characterized by secondpromotional information item 202B, second platform 204B through whichsecond promotional information item 202B is presented to potentialusers, and/or other information. Second promotional information item202B may include an offer and/or promotion for the online game. Secondplatform 204B may include a social media platform, a game distributionplatform, an email platform, a web search platform, a website platform,an application platform, and/or other platforms through which thepromotional information item is presented to the potential users. By wayof non-limiting example, second platform 204B may include a web searchplatform and/or a social media platform. Second promotional informationitem 202B may be presented in the form of a side-banner, and/or in anyother format, on second platform 204B. By way of non-liming example, oneor more users and/or set of users may request installation of the clientapplication through channel 200B by clicking “play now” button 206B.

Returning to FIG. 1, in some implementations, installation informationcomponent 106 may obtain first installation information. The firstinstallation information may identify the first channel through which afirst set of users requested installation of the client application. Thefirst set of users may include multiple users that requestedinstallation of the client application through the first channel. Thefirst channel may be characterized by a first promotional informationitem, a first platform through which the first promotional informationitem was presented to the first set of users, and/or other information.

In some implementations, installation information component 106 mayobtain second installation information. The second installationinformation may identify the second channel through which a second setof users requested installation of the client application. The secondchannel may be characterized by a second promotional information item, asecond platform through which the second promotion information item waspresented to the second set of users, and/or other information.

User parameter component 108 may be configured to obtain parametervalues for user parameters associated with the users. User parametercomponent 108 may be configured to obtain parameter values associatedwith the users that requested installation of the client application. Assuch, in some implementations, parameter values associated with theusers within the set of users that requested installation of the clientapplication through the specific channels may be obtained. The userparameters may include one or more of demographic parameters, deviceparameters, location parameters, gameplay parameters, time parameters,and/or other parameters. The parameter values may quantify and/orcharacterize the user parameters associated with individual ones of theusers.

Demographic parameters may include characteristics (e.g., socioeconomiccharacteristics) describing the users that requested installation of theclient application. By way of non-limiting example, the demographicparameters may include one or more of age, sex, education level, incomelevel, marital status, occupation, religion, and/or other demographicparameters. The device parameters may characterize client computingplatforms on which the users install the client application and/oraccess the online game. Device parameters may include, for example, oneor more of the device model, capabilities of the device, features of thedevice, resolution supported by the device, network connectioninformation (e.g., whether or not the device has an Internet connection,how strong the Internet connection is, and/or other network connectioninformation), whether or not the device is the latest model available,and/or other device parameters.

Location parameters may characterize real-world location informationassociated with one or more of the users and/or the devices on which theclient application is installed. By way of non-limiting example,location parameters may include one or more of a real-world physicallocation of the users when they request installation of the clientapplication, a real-world physical location where the users live, areal-world physical location where the users spend a large quantity oftime, a recent real-world physical location visited by the users, and/orother location parameters. Gameplay parameters may describe one or moreaspects of the users' gameplay in the online game accessible via theclient application, and/or in other online games. For example, gameplayparameters may include one or more levels reached by the user within anonline game, game progression achieved by the user, kills and/or deathsassociated with the user (e.g., a K/D ratio, etc.), friend and/orassociations of a given user, a preferred and/or typical style ofgameplay (e.g., aggressive, passive, collaborative, and/or other stylesof gameplay), a preferred and/or typical type of gameplay (e.g., acollection and harvesting type, a player versus player type, a playerversus environment type, and/or other types of gameplay) one or morevirtual resources and/or goods acquired via gameplay by the user withinthe online game, a frequency at which the user plays an online game, aquantity and/or number of times the user has engaged in gameplay in theonline game, and/or other gameplay parameters. In some implementations,the gameplay parameters may describe one or more aspects of the usergameplay in the online game in a time period immediately subsequent tothe user installing the client application and/or for a time period atthe beginning of a user's experience within the online game.

Time parameters may indicate times associated with the user'sinstallation and/or set up of the online game. For example, the timeparameters may include one or more of a time at which the users' installthe client application, register for the online game, set up a useraccount for the online game, first log-in to the online game, first playthe online game, and/or other time parameters.

By way of non-limiting example, a parameter value for a demographicparameter for the first user may include that the first user's annualincome is between $50,000-$70,000. A parameter value for a deviceparameter may include that the first user installed the clientapplication on an iPhone 6. A parameter value for a location parametermay include that the first user requested installation of the clientapplication while the user was physically located in Beverly Hills.

In some implementations, multiple parameter values may be obtained for agiven user, and/or for multiple users within a given set of users. Assuch, user parameter component 108 may be configured to obtain parametervalues associated with the first set of users, parameter valuesassociated with the second set of users, and/or parameter valuesassociated with one or more other users and/or other sets of users.

Economic value component 110 may be configured to determine predictedeconomic values of the users. The predicted economic values of the usersmay be determined based on the parameter values associated with theusers. In some implementations, the predicted economic values for thefirst set of users may be determined based on the parameter valuesassociated with the first set of users, and/or the predicted economicvalues for the second set of users may be determined based on theparameter values associated with the second set of users.

In some implementations, economic value component 110 may be configuredto determine the predicted economic user values prior to the usersparticipating in gameplay in the online game accessible via the clientcomputing platform. By way of non-limiting example, the predictedeconomic user value for a first user may be determined prior to thefirst user participating in gameplay in the online game. As such, insome implementations, the predicted economic user values may bedetermined immediately subsequent to: a user requesting installation ofthe client application, installation of the client application,establishment of a user account for the online game, an initial login tothe online game, and/or another initial interaction of the user with theonline game and/or the installation of the client application. In someimplementations, the predicted economic user values may be determinedprior to the users generating revenue for the game provider (e.g., viapurchases) in the online game.

In some implementations, economic value component may be configured todetermine the predicted economic user values responsive to the usersparticipating in gameplay in the online game for a limited period oftime. The limited period of time may be a predetermined period of time(e.g., a certain number of minutes, hours, days, etc.) and/or a periodof time it takes a user to reach a certain point in the online game.

In some implementations, the predicted economic values of the users mayinclude a score and/or ranking for individual ones of the usersindicating their predicted economic value. The predicted economic valuesof the users may represent a predicted economic value of the user to thegame provider. For example, the predicted economic values may representpredictions of how likely a given user is to spend consideration in theonline game, how often a given user is likely to spend consideration theonline game, how much consideration a given user is likely to spend inthe online game, a likely level of engagement of a given user, retentionpotential and/or likelihood for a given user, and/or other factorslikely to impacts the value of a given user to the game provider.

To illustrate, previously existing systems and/or methods use purchaseinformation indicating purchases made by users within the game topredict user value associated with the users and/or identify high-valuechannels. Previously existing systems and/or methods create problems forgame providers because, for example, they have to wait until they haveenough data points (e.g., users have made regular purchases within theonline game) to predict user value and/or identify the high valuechannels; and/or ii) cannot make reliable user value predictions for newusers because users that actually make a purchase when they first starta game (e.g., within the first few hours) are so rare that if suchpurchases are made by new users, previously existing systems and/ormethods are likely to falsely overestimate the value of such a userand/or the channel credited with causing the user to install the clientapplication and/or play the online game. The disclosure provided hereinsolves these problems by not using purchase information associated withnew users to determine user and/or channel value; and/or by determiningpredicted economic values of the users that requested installation ofthe client application through individual ones of the channels. In someimplementations, the predicted economic values of the users may bedetermined upon installation of the client application, before the userengages in gameplay in the online game.

Effectiveness component 112 may be configured to determine effectivenessmetrics for the channels through which the users requested installationof the client application. Effectiveness component 112 may be configuredto determine the effectiveness metrics for the channels based on thepredicted economic values of the users that requested installation ofthe client application through the channels. In some implementations,the effectiveness metrics for the channels may be determined based oncomparisons of the predicted economic values associated with users thatrequested installation of the client application through one channelcompared to the predicted economic values associated with users thatrequested installation of the client application through one or moreother channels. A given channel may be associated with a giveneffectiveness metric. The effectiveness metrics may indicate howeffective individual channels are at encouraging, incentivizing, and/oreliciting potential users to request installation of the clientapplication and/or access the online game. The effectiveness metrics mayindicate economic values for the individual channels. As such, theeffectiveness metrics may indicate the economic value of the promotionalinformation item, the platform through which the promotional informationitem was presented to the potential users, and/or other informationcharacterized by an individual channel. In some implementations, thehigher/lower the effectiveness metric, the higher/lower the value of agiven channel to a game provider, for example.

In some implementations, a first effectiveness metric for the firstchannel may be determined based on the predicted economic values for thefirst set of users that requested installation of client applicationthrough the first channel. A second effectiveness metric for the secondchannel may be determined based on the predicted economic values for thesecond set of users that requested installation of client applicationthrough the second channel. In some implementations, the firsteffectiveness metric for the first channel may be determined based on acomparison between the predicted economic values for the first set ofusers and the predicted economic values for the second set of users. Insome implementations, effectiveness metrics may be determined and/ormonitored for multiple channels on a continuous basis, or anon-continuous basis.

Recommendation component 114 may be configured to recommend subsequentconsideration expenditures. Recommendation component 114 may beconfigured to recommend one or more subsequent considerationexpenditure(s) for one or more of the individual channels through whichone or more users and/or sets of users requested installation of theclient application. In some implementations, recommendation component114 may be configured to recommend a subsequent considerationexpenditure for the first channel and/or the second channel.Recommendation component 114 may be configured to recommend a subsequentconsideration expenditure for the first channel and/or the secondchannel based on a comparison of the first effectiveness metric for thefirst channel relative to the second effectiveness metric for the secondchannel.

In some implementations, recommendation component 114 may be configuredto recommend one or multiple subsequent consideration expenditures forone or multiple channels based on the effectiveness metric(s). Thesubsequent consideration expenditures may include one or more futureexpenditures the system, and/or online game provider and/or serviceprovider should make. The subsequent consideration expendituresrecommended by recommendation component 114 may include: whether or nota subsequent consideration expenditures should be made for individualones of the channels, amounts of subsequent consideration expendituresthat should be made for individual ones of the channels, and/or otherrecommendations regarding subsequent consideration expenditures forindividual ones of the channels. Recommendations for subsequentconsideration expenditures may include one or more notificationsindicating the one or more subsequent consideration expendituresrecommended. The one or more notifications may be presented to the gameand/or service provider via an interface. The interface may include, forexample, a channel management interface through which a game providerand/or service provider may manage (e.g., view, initiate, executed,plan/schedule, etc.) subsequent consideration expenditures.

In some implementations, recommendation component 114 may be configuredto execute one or more subsequent consideration expenditures forindividual ones of the channels. Recommendation component 114 may beconfigured to execute a subsequent consideration expenditure for thefirst channel and/or the second channel based on a comparison of thefirst effectiveness metric for the first channel relative to the secondeffectiveness metric for the second channel. Executing a subsequentconsideration expenditure may include, for example, investing resourcesinto one or more channels, and/or changing and/or withdrawing one ormore resources from one or more channels. Investing resources into oneor more channels may include by way of non-limiting example, one or moreof increasing a budget for a given channel, broadening a reach of one ormore channels, investing funds and/or personnel resources into one ormore channels, and/or otherwise investing consideration in one or morechannels. Changing one or more resources from one or more channels mayinclude switching resources, adjusting resources and/or quantitiesassociated with the resources, and/or otherwise changing one or moreresources for a one or more channels. Withdrawing one or more resourcesmay include by way of non-limiting example, one or more of decreasing abudget for a given channel, reducing a reach of one or more channels,pausing and/or halting funds and/or personnel resources for one or morechannels, and/or otherwise withdrawing one or more resources. Thesubsequent consideration expenditures may include and/or cause increasesand/or decreases in quantity, reach, frequency, impact, impressions,interactions, and/or other results associated with individual ones ofthe channels.

FIG. 3 illustrates a flow diagram 300 of determining the value ofchannels responsive to users requesting installation of the clientapplication through the channels, in accordance with one or moreimplementations. One or more users 302 may request installation of theclient application through channel 304A, 304B, and/or other channels.Channel 304A may be characterized by first platform 305A, firstpromotional information item 306A, and/or other information. Channel304B may be characterized by second platform 305B, second promotionalinformation item 306B, and/or other information. A first set of usersfrom users 302 may view and/or interact with first channel 304A. Asecond set of users from users 302 may view and/or interact with secondchannel 304B. At 307A, the first set of users may request installationof the client application through first channel 304A. At 307B, thesecond set of users may request installation of the client applicationthrough second channel 304B. Installation information may be obtained bythe system at 308. The installation information may include firstinstallation information identifying the first channel through which thefirst set of users requested installation of the client application,second installation information identifying the second channel therewhich the second set of users requested installation of the clientapplication, and/or other installation information for one or more otherchannels. At 310, the system may obtain parameter values for the firstset of users, the second set of users, and/or other users and/or sets ofusers. The system may determine predicted economic values for the firstset of users, and a second set of users, and/or other set of users at312. Predicted economic values for the first set of users 314A may beused at 316A to determine an effectiveness metric for first channel304A. Predicted economic values for the second set of users 314B may beused at 316B to determine an effectiveness metric for second channel304B. the system may recommend enter execute subsequent considerationexpenditures based on the effectiveness metric determined for firstchannel 304A at 316A, the effectiveness metric determined for secondchannel 204B at 316B, and/or based on other effectiveness metricsdetermined for other channels, and/or other information.

Returning to FIG. 1, the server 102, client computing platforms 104,distribution platform(s) 126, and/or external resources 128 may beoperatively linked via one or more electronic communication links. Forexample, such electronic communication links may be established, atleast in part, via a network 130 such as the Internet and/or othernetworks. It will be appreciated that this is not intended to belimiting and that the scope of this disclosure includes implementationsin which server 102, client computing platforms 104, distributionplatform(s), and/or external resources 128 may be operatively linked viasome other communication media.

The external resources 128 may include sources of information, hostsand/or providers of virtual spaces outside of system 100, externalentities participating with system 100, external entities forcommunications, and/or other resources. In some implementations, some orall of the functionality attributed herein to external resources 128 maybe provided by resources included in system 100.

The server 102 may include electronic storage 122, one or moreprocessors 124, and/or other components. The server 102 may includecommunication lines or ports to enable the exchange of information witha network and/or other computing platforms. Illustration of server 102in FIG. 1 is not intended to be limiting. The server 102 may include aplurality of hardware, software, and/or firmware components operatingtogether to provide the functionality attributed herein to server 102.For example, server 102 may be implemented by a cloud of computingplatforms operating together as server 102.

Electronic storage 122 may comprise electronic storage media thatelectronically stores information. The electronic storage media ofelectronic storage 122 may include one or both of system storage that isprovided integrally (i.e., substantially non-removable) with server 102and/or removable storage that is removably connectable to server 102via, for example, a port or a drive. A port may include a USB port, afirewire port, and/or other port. A drive may include a disk driveand/or other drive. Electronic storage 122 may include one or more ofoptically readable storage media (e.g., optical disks, etc.),magnetically readable storage media (e.g., magnetic tape, magnetic harddrive, floppy drive, etc.), electrical charge-based storage media (e.g.,EEPROM, RAM, etc.), solid-state storage media (e.g., flash drive, etc.),and/or other electronically readable storage media. The electronicstorage 122 may include one or more virtual storage resources (e.g.,cloud storage, a virtual private network, and/or other virtual storageresources). Electronic storage 122 may store software algorithms,information determined by processor 124, information received fromserver 102, information received from client computing platforms 104,and/or other information that enables server 102 to function asdescribed herein.

Processor(s) 124 is configured to provide information processingcapabilities in server 102. As such, processor 124 may include one ormore of a digital processor, an analog processor, a digital circuitdesigned to process information, an analog circuit designed to processinformation, a state machine, and/or other mechanisms for electronicallyprocessing information. Although processor 124 is shown in FIG. 1 as asingle entity, this is for illustrative purposes only. In someimplementations, processor 124 may include one or more processing units.These processing units may be physically located within the same device,or processor 124 may represent processing functionality of a pluralityof devices operating in coordination. The processor 124 may beconfigured to execute components 106, 108, 110, 112, and/or 114.Processor 124 may be configured to execute components 106, 108, 110,112, and/or 114 by software; hardware; firmware; some combination ofsoftware, hardware, and/or firmware; and/or other mechanisms forconfiguring processing capabilities on processor 124.

It should be appreciated that although components 106, 108, 110, 112,and/or 114 are illustrated in FIG. 1 as being co-located within a singleprocessing unit, in implementations in which processor 124 includesmultiple processing units, one or more of components 106, 108, 110, 112,and/or 114 may be located remotely from the other components. Thedescription of the functionality provided by the different components106, 108, 110, 112, and/or 114 described above is for illustrativepurposes and is not intended to be limiting, as any of components 106,108, 110, 112, and/or 114 may provide more or less functionality than isdescribed. For example, one or more of components 106, 108, 110, 112,and/or 114 may be eliminated, and some or all of its functionality maybe provided by other ones of components 106, 108, 110, 112, 114, and/orother components. As another example, processor 124 may be configured toexecute one or more additional components that may perform some or allof the functionality attributed below to one of components 106, 108,110, 112, and/or 114.

FIG. 4 illustrates a method 400 for determining the value of channelsthrough which users may request installation of a client application, inaccordance with one or more implementations. The operations of method400 presented below are intended to be illustrative. In someembodiments, method 400 may be accomplished with one or more additionaloperations not described, and/or without one or more of the operationsdiscussed. Additionally, the order in which the operations of method 400are illustrated in FIG. 4 and described below is not intended to belimiting.

In some embodiments, method 400 may be implemented in one or moreprocessing devices (e.g., a digital processor, an analog processor, adigital circuit designed to process information, an analog circuitdesigned to process information, a state machine, and/or othermechanisms for electronically processing information). The one or moreprocessing devices may include one or more devices executing some or allof the operations of method 400 in response to instructions storedelectronically on electronic storage medium. The one or more processingdevices may include one or more devices configured through hardware,firmware, and/or software to be specifically designed for execution ofone or more of the operations of method 400.

Referring now to method 400 in FIG. 4, at an operation 402, installationinformation may be obtained. The installation information may be forindividual installations of the client application requested theirindividual ones of the channels. The installation information mayidentify the specific channels through which individual ones of theusers requested installation of the client application. As such, firstinstallation information, second installation information, and/or otherinstallation information may be obtained. The first installationinformation may identify the first channel through which a first set ofusers requested installation of the client application. The firstchannel may be characterized by a first promotional information item, afirst platform through which the first promotional information item waspresented to the first set of users, and/or other information. Thesecond installation information may identify the second channel throughwhich a second set of users requested installation of the clientapplication. The second channel may be characterized by a secondpromotional information item, a second platform through which the secondpromotional information item was presented to the second set of users,and/or other information. In some implementations, operation 402 may beperformed by an installation information component the same as orsimilar to installation information component 106 (shown in FIG. 1 anddescribed herein).

At an operation 404, parameter values for user parameters may beobtained. The user values for the user parameters may be associated withthe users that requested installation of the client application. Theuser parameters may include demographic parameters. As such, parametervalues associated with the first set of users and/or parameter valuesassociated with the second set of users may be obtained. In someimplementations, operation 404 may be performed by a user parametercomponent the same as or similar to the user parameter component 108(shown in FIG. 1 and described herein).

At an operation 406, predicted economic values of the users may bedetermined. The predicted economic values of the users may be determinedbased on the parameter values for the users. For example, the predictedeconomic values for the first set of users may be determined based onthe parameter values associated with the first of the users. Thepredicted economic values for the second set of users may be determinedbased on the parameter values associated with the second set of users.In some implementations, operation 406 may be performed by an economicvalue component the same as or similar to economic value component 110(shown in FIG. 1 and described herein).

At an operation 408, effectiveness metric for the channels through whichthe users requested installation of the client application may bedetermined. The effectiveness metric may be determined based on thepredicted economic values of the users. As such, a first effectivenessmetric for the first channel may be determined based on the predictedeconomic values for the first set of users that requested installationof the client application through the first channel. A secondeffectiveness metric for the second channel may be determined based onthe predicted economic values for the second set of users that requestedinstallation of the client application through the second channel. Insome implementations, operation 408 may be performed by an effectivenesscomponent the same as or similar to effectiveness component 112 (shownin FIG. 1 and described herein).

In some implementations, at an operation 410, subsequent considerationexpenditures may be recommended. The subsequent considerationexpenditures may be recommended for the first channel, the secondchannel, and/or another channel. Subsequent consideration expendituresmay be recommended for the first channel and/or the second channel basedon a comparison of the first of effectiveness metric for the firstchannel relative to the second effectiveness metric for the secondchannel. In some implementations, operation 410 may be performed by arecommendation component the same as or similar to recommendationcomponent 114 (shown in FIG. 1 and described herein).

In some implementations, at an operation 412, subsequent considerationexpenditures may be executed. The subsequent consideration expendituresmay be for the first channel and/or for the second channel. Subsequentconsideration expenditures for the first channel and/or the secondchannel may be executed based on a comparison of the first effectivenessmetric for the first channel relative to the second effectiveness metricfor the second channel. In some implementations, operation 412 may beperformed by a recommendation component the same as or similar torecommendation component 114 (shown in FIG. 1 and described herein).

Although the present technology has been described in detail for thepurpose of illustration based on what is currently considered to be themost practical and preferred implementations, it is to be understoodthat such detail is solely for that purpose and that the technology isnot limited to the disclosed implementations, but, on the contrary, isintended to cover modifications and equivalent arrangements that arewithin the spirit and scope of the appended claims. For example, it isto be understood that the present technology contemplates that, to theextent possible, one or more features of any implementation can becombined with one or more features of any other implementation.

What is claimed is:
 1. A system configured to determine the value ofchannels responsive to users requesting installation of a clientapplication through the channels, wherein the client applicationprovides access to an online game, and wherein individual channels arecharacterized by promotional items and platforms through which thepromotional items are presented to potential users, wherein thepotential users include a first superset of users and a second supersetof users, the system comprising: one or more processors configured bymachine-readable instructions to: present a first promotional item via afirst platform to a first superset of users; present a secondpromotional item via a second platform to a second superset of users;obtain installation information for individual installations of theclient application requested through the individual channels such that:first installation information that identifies a first channel throughwhich a first set of users requested installation of the clientapplication is obtained, the first channel being characterized by thefirst promotional item and the first platform, wherein the first set ofusers is a subset of the first superset of users, and secondinstallation information that identifies a second channel through whicha second set of users requested installation of the client applicationis obtained, the second channel being characterized by the secondpromotional item and the second platform, wherein the second set ofusers is a subset of the second superset of users; obtain parametervalues for user parameters associated with the users that requestedinstallation of the client application, the user parameters includingdemographic parameters, such that parameter values associated with thefirst set of users and parameter values associated with the second setof users are obtained; determine predicted economic values of the usersbased on the obtained parameter values, wherein the predicted economicvalues for the first set of users are determined based on the parametervalues associated with the first set of users, and the predictedeconomic values for the second set users are determined based on theparameter values associated with the second set of users, wherein thepredicted economic values of the users represents one or more of aprediction for how likely the users are to spend consideration in theonline game, a prediction for how often the users are likely to spendconsideration in the online game, a prediction for how much the usersare likely to spend in the online game, and/or a prediction for thelikely level of engagement of the users in the online game; anddetermine recommended consideration expenditures for the first channeland/or the second channel based on a comparison of the predictedeconomic values for the first set of users and the predicted economicvalues for the second set of users.
 2. The system of claim 1, whereinthe demographic parameters include one or more of age, sex, educationlevel, income level, marital status, occupation, and/or religion,wherein the user parameters further include device parameters thatcharacterize client computing platforms on which the users install theclient application.
 3. The system of claim 1, wherein the one or moreprocessors are configured by machine-readable instructions to determinethe predicted economic user values prior to the users participating ingameplay in the online game.
 4. The system of claim 1, wherein the oneor more processors are configured by machine-readable instructions todetermine the predicted economic user values prior to the usersgenerating revenue for the game provider via purchases in the onlinegame.
 5. The system of claim 1, wherein the one or more processors areconfigured by machine-readable instructions to determine the predictedeconomic user values responsive to the users participating in gameplayin the online game for a limited period of time.
 6. The system of claim1, wherein the user parameters include one or more of locationparameters, gameplay parameters, and/or time parameters.
 7. The systemof claim 1, wherein the demographic parameters include age, and whereinthe predicted economic values of the users represents the prediction forhow much the users are likely to spend in the online game.
 8. The systemof claim 1, wherein the promotional item includes one or more of anadvertisement, an offer, and/or an endorsement related to the onlinegame.
 9. The system of claim 1, wherein the platform through which thepromotional item is presented to the potential users includes one ormore of a social media platform, a game distribution platform, an emailplatform, a web search platform, a website platform, and/or anapplication platform.
 10. The system of claim 1, wherein requestinginstallation of the client application through the channels includes oneor more of directly requesting installation of the client applicationthrough a channel and/or indirectly requesting installation of theclient application through the channel.
 11. A method configured todetermine the value of channels through which application installationsare requested responsive to users requesting installation of a clientapplication through the channels, wherein the client applicationprovides access to an online game, and wherein individual channels arecharacterized by promotional items and platform throughs which thepromotional information items are presented to potential users, whereinthe potential users include a first superset of users and a secondsuperset of users, the method being implemented in a computer systemthat includes one or more processors configured by machine-readableinstructions, the method comprising: presenting a first promotional itemvia a first platform to a first superset of users; presenting a secondpromotional item via a second platform to a second superset of users;obtaining installation information for individual installations of theclient application requested through the individual channels such that:first installation information that identifies a first channel throughwhich a first set of users requested installation of the clientapplication is obtained, the first channel being characterized by thefirst promotional item and the first platform, and second installationinformation that identifies a second channel through which a second setof users requested installation of the client application is obtained,the second channel being characterized by the second promotional itemand the second platform; obtaining parameter values for user parametersassociated with the users that requested installation of the clientapplication, the user parameters including demographic parameters, suchthat parameter values associated with the first set of users andparameter values associated with the second set of users are obtained;determining predicted economic values of the users based on the obtainedparameter values, wherein the predicted economic values for the firstset of users are determined based on the parameter values associatedwith the first set of users, and the predicted economic values for thesecond set users are determined based on the parameter values associatedwith the second set of users, wherein the predicted economic values ofthe users represents one or more of a prediction for how likely theusers are to spend consideration in the online game, a prediction forhow often the users are likely to spend consideration in the onlinegame, a prediction for how much the users are likely to spend in theonline game, and/or a prediction for the likely level of engagement ofthe users in the online game; and determining recommended considerationexpenditures for the first channel and/or the second channel based on acomparison of the predicted economic values for the first set of usersand the predicted economic values for the second set of users.
 12. Themethod of claim 11, wherein the demographic parameters include one ormore of age, sex, education level, income level, marital status,occupation, and/or religion, wherein the user parameters further includedevice parameters that characterize client computing platforms on whichthe users install the client application.
 13. The method of claim 11,further comprising determining the predicted economic user values priorto the users participating in gameplay in the online game.
 14. Themethod of claim 11, further comprising determining the predictedeconomic user values prior to the users generating revenue for the gameprovider via purchases in the online game.
 15. The method of claim 11,further comprising determining the predicted economic user valuesresponsive to the users participating in gameplay in the online game fora limited period of time.
 16. The method of claim 11, wherein the userparameters include one or more of location parameters, gameplayparameters, and/or time parameters.
 17. The method of claim 11, whereinthe demographic parameters include age, and wherein the predictedeconomic values of the users represents the prediction for how much theusers are likely to spend in the online game.
 18. The method of claim11, wherein the promotional item includes one or more of anadvertisement, an offer, and/or an endorsement related to the onlinegame.
 19. The method of claim 11, wherein the platform through which thepromotional item is presented to the potential users includes one ormore of a social media platform, a game distribution platform, an emailplatform, a web search platform, a website platform, and/or anapplication platform.
 20. The method of claim 11, wherein requestinginstallation of the client application through the channels includes oneor more of directly requesting installation of the client applicationthrough a channel and/or indirectly requesting installation of theclient application through the channel.